AdvanceQuip distributes some of the biggest names in construction and forestry equipment, ASV Posi-Track, CASE Construction, ASTRA, Hyundai Construction Equipment and Log Max, alongside a machine-hire business. Three companies, six brands, and audiences ranging from owner-operators to fleet managers.
Equipment buyers research for months before they call a dealer. If your product pages, comparison content and local presence don't surface during that research, you're simply not in the deal. Organic visibility was the biggest untapped opportunity.
The strategy started with a bet grounded in buyer research: equipment purchases are researched for months, so the real battleground wasn't the bottom of the funnel, where national players outbid everyone, but the research phase, where useful content wins on merit. Search data showed what buyers actually asked, machine comparisons, spec questions, application fit, and conversations with the sales team showed which of those questions preceded real deals.
From there, positioning per brand: tracked machines, excavator ranges and forestry gear each serve different operators, so content, media placements and offers were mapped brand-by-brand to the buyer each one actually attracts.
Strategic content targeting the questions equipment buyers actually search, machine comparisons, spec explainers, application guides, published consistently across three companies' sites.
On-page optimisation and technical SEO: site structure, page speed, indexation and metadata, so the new content had a healthy platform to rank from.
Campaigns across print, online, tradeshows and social media with one coherent identity per brand.
Machine-price-finance campaigns across the CASE range, paired with manufacturer finance offers, run in print, digital and dealer channels with one consistent look.
Placements across forestry, earthmoving and construction titles, plus catalogues, brochures and event material produced in-house.
Used Claude, ChatGPT and Google Gemini to brainstorm campaign angles, pressure-test messaging and refine content before it shipped.
Market research, promotion optimisation and media contract negotiation inside budget constraints, while leading marketing staff to deliver it all.
B2B marketing rewards patience and structure: the buyers are few, valuable and research-heavy. This engagement shows how to build the long-game assets, search visibility, useful content, brand trust, while still delivering the quarter's campaigns and tradeshows. If your buyers research for months, this is the model.
A textbook Fanning Flames engagement, but only because the first two stages held: the content plan came from real buyer questions and sales-team evidence, not a keyword tool's guesswork. Execution without that foundation is just publishing.
It starts with a conversation, not a pitch. Tell us what's not working and we'll tell you honestly whether we can help.
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